a phrase coined by Thomas J. Burrell. He was the first black man to work for an advertising agency, in the 1960s (though they initially hired him for the mail room). He rose in the ranks, and eventually decided to start his own advertising agency, focused on selling to the black American consumer. In doing so he pioneered the idea of niche marketing. Burrell Communications grew through partnerships with companies including McDonalds and Coca-Cola, eventually becoming the largest black-owned advertising agency in the United States.